Transcription of Cluster Analysis: A practical example
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Cluster Analysis: A practical example
1 Cluster Analysis: A practical example2 Content Introduction: the necessity to reduce the complexity Recall: what Cluster analysis does An example : Cluster analysis in consumer research on fair trade coffee Discussion(..) Where is the life, we have lost in living?Where is the wisdom, we have lost in knowledge?Where is the knowledge, we have lost in information? (..)T. S. Elliot, Choruses from the Rock(1888 1965)Intro(..)Where is the wisdom, we have lost in knowledge?Where is the knowledge, we have lost in information?(..) Where is the information we have lost in data? IntroIn order to go from data to information, to knowledge and to wisdom,we need to reduce the complexity of the can be reduced on-case level : Cluster analysis-on variable level: factor analysisIntroCluster analysis can get you from this: To this:What Cluster analysis doesabdefcCluster analysis generate groups which are similar homogeneous within the group and as much as possible heterogeneous to other groups data consists usually of objects or persons segmentation based on more than two variablesWhat Cluster analysis does
1. each object is a independent cluster, n 2. two clusters with the lowest distance are merged to one cluster. reduce the number of clusters by 1 (n-1) 3. calculate the the distance matrix between the new cluster and all remaining clusters 4. repeat step 2 and 3, (n-1) times until all objects form one reminding cluster What cluster analysis does
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